Over the last two days, I’ve received two quotes for some work.

Quote 1 was a verbal estimate that started with one price but ended up being three times higher, with no explanation for the increase. When I questioned it, the guy simply said, 'It's for all the other bits we’ll have to do.

What other bits?

Quote 2 was totally transparent. It listed every detail. Literally all the variables that could affect the final cost. I know exactly what I’d be paying for and what factors could influence the final price.

We always recommend our clients include pricing on their websites. Yet, we often hear these three objections:

1. It’s too complicated to put a price on our services.

2. Our competitors will know what we charge.

3. Potential customers will be scared off by our prices.

Here’s how we respond:

1. At the very least, simplify it with a 'starts from' price. Be clear about what factors might affect the final price. Think about leasing a car; there’s a basic price, and then optional extras like leather seats, AC, or SatNav, which all adjust the cost.

2. Your competitors already know what you charge. They’re in the same market as you. Pricing isn’t a secret.

3. If potential customers are scared off by the price, they were never your potential customers to begin with. Being upfront about pricing ensures you attract the right leads from the start.

When customers visit your website, they’re looking for answers, and pricing is often top of the list. Providing that information, even if your pricing is complex, significantly improves the customer experience and helps you attract qualified leads.

Transparency builds trust. You probably wouldn’t go to a restaurant with no prices on the menu. You wouldn't know what you’re spending until the bill arrived!

At Simple Story Marketing, we’ve seen the benefits of showing pricing firsthand. It’s not just about being upfront; it’s about positioning your business as a trusted guide, helping customers make informed decisions.

Schedule a call today to see how we can help you clarify your message and connect with your customers.

P.S. If you want to make 7 simple changes to your website content so it makes the customer the hero visit the homepage and download the free PDF.